Brand Tuned - Rounded Business Design – Details, episodes & analysis

In this episode, Paola Zaragoza Cardenales, a dual qualified New York and Puerto Rico attorney discusses the similarities and differences between intellectual property laws in Puerto Rico and the UK. We discuss: 

• Intellectual Property Issues Faced By Farmers
• Importance Of Integrating IP Into Business Plans
• Legal Checks to clear names
• Collaborating with Branding Agencies On Trademark matters
• Misconception around IP

LinkedIn: Paola Gabriela Zaragoza Cardenales

Facebook: Paola G Zaragoza Cardenales

Website: Zaragoza Cardenales

Instagram: zaragoza_cardenales

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IP is much less formal in Latin America's economy according to Alberto Ramirez Bonilla, founder of BR Latin America. Tune in to explore how trademark practices differ in the South American economic landscape and why that matters.

Among other things the episode discusses:

• How business design and naming unfold across Latin America
• Branding and intellectual property in Latin America
• Copyright protection for software and guidelines for naming conventions
• Branding and naming strategies for businesses
• Importance of understanding IP law for businesses

LinkedIn: Alvaro Ramirez Bonilla

Website: BR Latin America

Valuable Resources:⁠⁠⁠⁠

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In this episode Robin Landa explains strategic creativity. 

Robin Landa is a Distinguished Professor in the Michael Graves College at Kean University. She specializes in advertising ideas and art direction, creative thinking, graphic design and branding and has written bestselling books including Graphic Design Solutions, 6th ed., Build Your Own Brand, and Nimble: Thinking Creatively in the Digital Age.

What's the first thing you think of when you hear the phrase "brand identity"? A logo, color palette, and characters right? But that's only a small part of the story.

To have a successful brand identity be strategically creative. A brand identity is the representation of the brand and it is the strategic position in the marketplace. So, it has to be strategically creative in order to gel with the target audience.

Brand identity does more than just build an imaginary world, it creates a relationship between people who have heard you and made your name part of their lives. A logo mark is more than just a logo. It's the entry point for your brand and its identity. It's your name and the way you're perceived by customers, and it's the foundation for everything else you do. It's what sets you apart from other brands and allows you to stand out from the crowd. It has to be memorable, differentiating, imprinting on people, and most importantly, it needs to be easy to remember—and ideally, emotionally inspiring.

It's really hard to make a brand identity that is personal and unique when you're working with a company that has thousands of designers and their work is available for all to see. This is why we need to be careful that we don't just lift someone else's work and use it without permission. Brand identity must be unique and personable!

In this episode, we discuss:

• Brand Identity and how to make it memorable and distinctive
• Brand construct and manifesto
• Basic design principle you need to know
• The idea behind balance design and color associations
• Sonic branding
• How to identify talent in identity design
• Intellectual property law
• Identifiers in brand design

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Have you successfully captured your intellectual property? Why is failing to do so a costly problem? Let’s look in more detail at the disastrous consequences of failing to capture your IP.

Topics Discussed in this Episode:

• Why it’s not enough to simply register a trade mark
• Why it’s important to take great care of trade marks
• Why failing to address IP can result in lost opportunities
• What to do when you discover gaps in your trade mark protection

Key Takeaways:

• It is surprisingly easy to overlook the importance of IP in the early stages of the creative process. Some people believe that tasks like choosing a business name for a new product or service do not involve legal considerations, that they can pick any name, do a check on Google, and if nothing untoward is found, proceed to use the name.
• It’s actually trade marks that govern ownership rights in names, so it’s essential to search the trade mark registers. A Google search is not enough. Not everything you need to know about a name shows up on Google.  People risk losing everything overnight when they use names that don’t take account of registered trade marks of others.
• Online searching has its place but it’s no substitute for information focused on transforming ideas into reality. While there’s a wealth of information on the web, a crucial issue when it comes to intellectual property advice online is that much of what you find is generic, sometimes outdated, inaccurate, conflicting, and may vary depending on where you’re based.

Action Steps:

• If you’re an inventor, writer, coach, marketer, creative or entrepreneur, you need to know how to identify the various IP rights you’ll be creating as you turn ideas into reality. Some basic tools at your fingertips will help you take initial steps to protect IP like doing due diligence.
• When you have new ideas to implement, you’ll need to know the right actions to take, the right processes to use to protect IP that’s being created.
• If you discover gaps in your trade mark protection, find out how to address them with the help of education and DIY. And consult a lawyer if you have remaining questions.

Shireen said:

“The internet has revolutionised the way we look for information, entertainment, and even relationships… So it’s increasingly common for businesses to look for legal advice online, too.”

“If you don’t know what you don’t know, how can you search for it or know whether you’ve found out everything you need to know? ...You need to learn to do things properly if you’re going to do your own trademark registration.”

Thank you for listening!

If you have any questions, connect with me on your preferred social media platform. I’d love to help. And if you’ve learned from this series of podcasts, do consider leaving a review.

Links to my books:

• Legally Branded
• Intellectual Property Revolution
• Brand Tuned: The new rules of branding, strategy and intellectual property

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Dominic Wells, the founder of Onfolio helps his clients to invest in websites buying and building content websites, he explains the hardest part about a content website is getting it to rank highly in Google in the first place and how he manages to do it.  

He also discusses podcasting how it’s a growing media, finding a niche is super important and the ability to execute and create content that people would want to read and getting it in front of people. We discuss:

• How Dominic started and launched his business
• What is a content website?
• Buying quality content websites
• The price range of content websites
• How you can turn blogging into something profitable
• Podcasting & video — a growing medium for content
• Why having a niche is super important
• His experience creating his brand
• Turning an active investment into a passive investment with selling websites

LinkedIn - Dom Wells
Twitter - @TeamOnFolio
onfolio.co

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In this episode, I talk about how intellectual property comprises copyright, trademark, design, patent, and confidentiality it means that the actions necessary to turn an idea into reality will differ depending on the type of IP that idea would generate once it’s implemented.

I share how everything begins with an idea, every idea invariably results in an intangible manifestation of it once it’s brought into the real world. In this episode I cover:

• Leveraging IP and its value 
• Turning an idea into IP – namely a trade mark 
• The significance of intellectual property in today’s digital world
• Personal experiences in handling intellectual property matters
• The overall objective of building a brand, product or business
• How you can approach intellectual property
• Addressing intellectual property by doing an IP audit  & take corrective action
• Intellectual property – being proactive at the early stages of any project 

Links to my books:

• Legally Branded
• Intellectual Property Revolution
• Brand Tuned: The new rules of branding, strategy and intellectual property

Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.

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 Alex Bodini is an e-commerce entrepreneur running 5 businesses including the UK’s #1 social media agency, Spin Brands. He explains how he helps business scale using digital marketing and how to achieve engagement on your social media.

He shares their business and brand journey, how they evolved their business, their mission and the values that created their identity. In this episode we cover:

• Alex’s views on branding 
• What is ambassador marketing?
• Spin Brand’s business and brand journey
• His background and how he started his five businesses
• How they work with clients and the challenges they had
• The power of social media platforms to put yourself on the map
• Achieving scale in terms of digital footprint 
• Social media management and measuring of engagement 
• Three things they help client’s with — organic social management, paid social media and ambassador marketing/influencer marketing

LinkedIn - Alex Bodini 
www.spinbrands.co.uk

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My aim in this episode is to answer 3 essential questions about what copyright is by giving you:

1. Examples of copyright
2. Reasons why you might want to have copyright
3. Some ideas for how to avoid some common copyright problems

Copyright is very wide-ranging in scope. Some examples of what it protects include:

1. Photographs
2. Maps
3. Drawings
4. Typefaces, music and videos
5. Works of art and performances
6. Software
7. Books
8. Content on websites
9. Videos
10. Logos 

It is important to note that copyright is a property right and think of copyright as you might think of a plot of land, even though the example of copyright are intangible, they are nevertheless considered assets. 

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In this episode, Simon Banks, a video strategist with 30 years of experience in the media & video industries and the author of  'How to Get Video Right' - The essential guide to video strategy explains how he helps business owners to get video right and create effective video content to increase sales to grow their business. 

He shares that people associate brand with the visual identity, video brand guidelines, how he started his career and the challenges he had in setting up his business. We discuss:

• The journey of his career and business
• Challenges that he had at the start of his business
• Helping business grow with video
• Video brand guidelines
• How to make a video effective by having a plan or strategy
• Video as the most effective way of communicating
• Simon’s experience of creating his brand and how did he develop it
• Tips for businesses that are trying to get video right 
• What you need to keep in mind when creating video content

LinkedIn - Simon Banks
Twitter - @tallboytweets 
Facebook - Tallboy Video Production
www.tallboy.co.uk

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In this episode, I share the fundamentals to understand if you are serious about your business. IP is business, it’s not just laws you can leave to the lawyers which is such a misconception. I share my insights on securing a trade mark, the importance of developing IP skills and the knowledge that you need in your business.

Once you let the world know your ideas; such as by publishing them, then the law will protect the way you have expressed your idea. This is so important to understand as a limitation of IP rights because it will help you to protect your business. In this episode I cover:

• Securing a trade mark
• Copyright protection 
• Deep understanding of intellectual property
• Protecting you’re business against copycats
• How Google built itself as one of the largest brands thanks to intellectual property
• Developing IP skills and knowledge that you need in your business
• Developing your commercial awareness — understanding IP and its limitations
• Intellectual property — avoiding the need to sue or the risk of being sued 

Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.

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